Home Advertiser Johnson & Johnson CMO Rallies The Brand Around Consumer ‘Need States’

Johnson & Johnson CMO Rallies The Brand Around Consumer ‘Need States’


AlisonLewisWhen Alison Lewis joined Johnson & Johnson as its first-ever consumer marketing chief in 2013, the purveyor of popular baby-care products like No More Tears and the ubiquitous Band-Aid, was at a crossroads as a company.

“We had really great marketers and agency partners, but we realized we needed a unified approach to brand-building for our 1,400 marketers,” said Lewis onstage this week at Nielsen’s Consumer 360 conference in Washington, DC. “We needed everyone to push for experiences together that truly engaged consumers.”

Part of Johnson & Johnson’s new marketing mandate included the creation of a common framework around one key factor: data.

“One source of inspiration for our new agency model is … data,” Lewis said. “We needed to address how we collected, crunched, considered and activated data, and be super clear on the global shift in consumer behavior.”

One of the immediate shifts was planning “shared” content investments in addition to owned, earned and paid media.

The brand used to create content and then figure out where to place it, but is now taking a decidedly less channel-based approach.

Because brands are also demanding faster production times and condensed workflows due to the hyperactivity of social and live-streamed video, lines between agencies once categorized around TV, digital, social or mobile, are beginning to blur.

“We knew our content needed to be created around ‘connections,’ where we mapped out consumer and stakeholder behavior, and really understood their journey,” Lewis said. “ This gives our creative talent a real head start, so [when we’re] looking at millions of impressions socially, we can ensure we’re there when it matters.”

A pillar in Johnson & Johnson’s connections map is honing in on the consumer’s “need state” at various points in their life. For some products, the target is narrow.

While a baby is technically the end consumer for Johnson’s calming lavender line, for instance, the product actually caters to moms who want a better night’s sleep, said Lewis.

Others, like Tylenol, are much more widely distributed. And sometimes, the focus is regional – Listerine Natural Green Tea mouthwash was launched specifically for Asian markets.


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

“When you have a broad portfolio, you have to be clear about who you compete with, but more importantly, what drives consumer behavior and where the gaps are,” Lewis said. “When you focus on … how the brand [can serve a] consumer’s need in a moment in time, the complexity is eliminated.”

Lewis has invested in data architects behind agency lines to help reduce those complexities and improve audience segmentation. Still, she said, there’s sometimes the temptation to measure everything when you have “too much data.”

She advised: “Just because you can measure something, it doesn’t mean you should. You have to leverage insights earlier in the process and optimize later in the process vs. how we traditionally did it, which was somewhere in the middle.”


Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.